<![CDATA[This study discusses the management strategy of PT Pertamina (Persero)’s TikTok account as a public communication medium to strengthen the company’s image. The objective is to identify how Pertamina’s digital communication strategy is implemented through creative content, audience interaction, and the effectiveness of messages delivered to the public. This research applies a descriptive qualitative method through observation and interviews with the Media Communication Division of PT Pertamina (Persero). The results show that TikTok account management is conducted systematically through stages of trend analysis, message formulation, content planning, and performance evaluation. A personal approach through the admin persona “Mina” effectively enhances two-way interaction and emotional engagement with the audience. A light, educational, and trend-relevant communication style enables Pertamina’s TikTok content to reach a broader public. Challenges related to corporate ethics are managed through internal coordination and regular evaluation. Overall, the TikTok account management contributes significantly to increasing public trust and strengthening Pertamina’s image as a modern, transparent, and adaptive company in the digital media landscape.]]>
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